Identifying Potentially Unfair Practices in Content and Serving Relevant Advertisements

2. The method of claim 1, wherein the calculating the risk score for the portion is further based on user-specific information associated with the client computing device.

3. The method of claim 2, wherein the user-specific information includes at least one of an age of a user associated with the client computing device, a credit history of the user, a credit rating of the user, an annual income of the user, an education level of the user, an employment status of the user, a zip code of the user, a mailing address of the user, and a geo-location of the user.

5. The method of claim 4, wherein the calculating the risk score for the portion comprises retrieving a previously calculated score for the portion from the cache.

6. The method of claim 5, wherein the previously calculated score comprises a non-user-specific score, and wherein the calculating the risk score for the portion comprises modifying the non-user-specific score based on user-specific information associated with the client computing device, resulting in a user-specific score for the portion.

7. The method of claim 6, wherein the selecting the alternate content for the portion comprises selecting the alternate content based on the user-specific information.

8. The method of claim 5, wherein the cache comprises a plurality of previously calculated scores for the portion, wherein each previously calculated score is associated with a different user criteria, and wherein the retrieving the previously calculated score for the portion from the cache comprises comparing user-specific information associated with the client computing device with at least one of the different user criteria.

10. The method of claim 9, wherein the previously calculated risk score comprises a non-user-specific score, and wherein the calculating the risk score for the portion is based on the non-user-specific score and the user-specific information.

11. The method of claim 9, wherein the user-specific information includes at least one of an age of a user associated with the client computing device, a credit history of the user, a credit rating of the user, an annual income of the user, an education level of the user, an employment status of the user, a zip code of the user, a mailing address of the user, and a geo-location of the user.

12. The method of claim 9, wherein the calculating the risk score comprises selecting one of a plurality of previously calculated risk scores from the cache based on a comparison between the user-specific information and user criteria respectively associated with each one of the plurality of previously calculated risk scores.

14. The method of claim 13, wherein the instruction is configured to cause the client computing device to display the alternate version of the portion of the online content by highlighting text within the portion of the online content displayed in the display box.

15. The method of claim 13, wherein the instruction is configured to cause the client computing device to display the alternate version of the portion of the online content by increasing a font size of text within the portion of the online content displayed in the display box.

16. The method of claim 13, where the display box further comprises a comment regarding the portion of the online content from a different source than a source of the online content.

17. The method of claim 13, wherein the online content comprises primary content, wherein the retrieving, by the processor and in response to receiving the indicator, the copy of the online content comprises retrieving a copy of the primary content and a copy of secondary content that is specified by a pointer within the primary content.

18. The method of claim 17, wherein the risk score is calculated based on the copy of the primary content and the copy of the secondary content.

20. The method of claim 19, wherein the modified display properties comprise a highlighting of text within the portion of the online content.

21. The method of claim 19, wherein the modified display properties comprise an increasing a font size of rendered text within the portion of the online content.

22. The method of claim 19, wherein the modified display properties comprise displaying text within the portion of the online content in a separately rendered display box.

23. The method of claim 22, wherein the modified display properties further comprise displaying retrieved comments regarding the portion of the online content in the separately rendered display box.